Tourism Ireland, Marketing the Island of Ireland Overseas

Autumn Campaign Highlights in North America

TV
Building on the tremendous success of the Notre Dame v Navy game in Dublin, Tourism Ireland is running a high impact TV and online campaign with NBC in New York, Boston, Chicago and Philadelphia around Notre Dame’s autumn games. The campaign will reach 7.5 million viewers, highlighting ‘The Gathering Ireland 2013’.

Magazines and online
4 million Americans will see full-page Ireland features in travel, thought leader and epicurean magazines, including The New Yorker, Condé Nast Traveler, Bon Appétit and AFAR. Millions more will also see our internet TV campaign on premium channels such as FOX, MSN, NBC, Bravo and History Channel, as well as on travel and cooking channels. Autumn travel offers will also appear on high profile sites such as Travelzoo, Sherman’s Travel, Fodors and New York Times Getaways, reminding potential holidaymakers
about the great value airfares and vacation packages available.

Targeting the Diaspora
Radio, print and online ads are targeting 13.5 million Americans of Irish descent in Boston, Chicago, New York, Philadelphia, San Francisco and Los Angeles.

Our ‘Gathering’ roadshow with Minister Varadkar in New York, Chicago, Boston and Toronto, reached key ‘enablers’ such as business networks, clans, cultural and sporting associations, Irish clubs and societies to encourage them to participate in ‘The Gathering Ireland 2013’.

Social media
A fun “How Irish are you?” competition on Tourism Ireland’s Facebook page is targeting the Diaspora with a series of fun questions for a chance to win a trip to the island of Ireland in 2013.

One of the highlights will be Rudy Maxa’s World radio show (Rudy is one of America’s most popular travel experts), which will broadcast live back to over 150 stations across the US, focusing on autumn festivals and ‘The Gathering’.